Acura has a new mantra. It’s known as “Precision Crafted Performance” and the company views it not only as its new marketing tagline but also the brand’s core promise.
Actually, this tagline isn’t new. Acura used “Precision Crafted Automobiles” in its advertising when the company launched 30 years ago, and “Precision Crafted Performance” debuted in 1990 with the introduction of the NSX. Now, as Acura approaches its 30th anniversary on March 27th, the tagline is making a comeback in the brand’s advertising.
Starting with the NFL’s AFC and NFC playoffs, Acura is running the new campaign on television, as well as digital and social media outlets like ESPN.com, Facebook, and Yahoo. It starts with the 60-second “Point of View” spot featured here, and it marks the introduction of actor Michael B. Jordan as the company spokesman. You will recognize Jordan from “Friday Night Lights,” “The Wire,” and his role as Apollo Creed’s son in the new Rocky movie “Creed.”
The campaign will also extend to the Super Bowl. Acura will run an ad in the first quarter highlighting the new NSX and its North American roots.
Acura Precison Crafted Performance Campaign
To further promote the Precision Crafted Performance idea, the company introduced the Acura Precision Concept at this week’s Detroit Auto Show. In our interview with exterior designer Michelle Christensen, she was sure to point out that the Precision Crafted Performance is also part of the design and engineering DNA of the brand.
Take a look at the commercial above. We like it. What do you think? Will this type of spot elevate your view of the brand?